A popular television channel in the UK has just introduced a new feature whereby a viewer can hear their own name featured in the adverts of the programmes that they are watching. The new advertising format is only available at the moment through their video-on-demand service which will use first party data from Channel 4’s own database, and currently consists of around 15 million users.
Recent reports have suggested with an example that the new technological feature will consist of a viewer called Matthew watching an advert on the Ridley Scott film Alien: Covenant stating at the end “Matthew: run”.
So far, film distributors 20th Century Fox, Foster’s and Ronseal have all signed up for the new feature of their advertisements.
The digital and creative leader at Channel 4, David Amodio, said, “The most attention-grabbing word for anyone to hear is, without doubt, one’s own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique, but an immensely powerful marketing tool which adds even more value to All 4’s increasingly personalised experience.”
Foster’s have so far claimed that their personalised adverts will include the viewer’s name in the line “[name]… this one’s for you”, offering each audience member to have a drink. Alongside this, Ronseal have stated that they will use the new feature to encourage viewers to do their DIY work, according to reports by Campaign.
The brains behind the new venture was 4Sales’ creative approach PL4Y, alongside Mediavest Spark, Mindshare and MediaCom Manchester, the media agencies for Foster’s’, 20th Century Fox and Ronseal. The marketing director at 20th Century Fox, Chris Green, said, “Alien promises to be the most terrifying and exciting movie event of the year. The audio personalisation complements and enhances the alien footage perfectly.”
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